This project was an awareness activation built around a simple idea: make UV damage and UV protection feel real and instantly understandable, through an interactive, shareable experience at point of sale, amplified by influencers.
At the heart of the campaign was a hands-on UV test card designed to visually demonstrate the difference between exposure vs. protection. The card featured two test fields (Field 1 / Field 2) and clear “How it works” bi-lingual instructions, encouraging users to expose both fields to sunlight. Then they were directed to apply the Garnier UV product to one field and re-expose, revealing a visible contrast that signalled how the product can shield skin from UV rays. This turned a complex, often invisible topic into a quick moment of understanding that consumers could try themselves and share.
The execution combined:
- POS distribution to intercept shoppers at the decision moment and create trial + education in-store
- Influencer amplification to extend reach beyond retail, drive credibility, and translate the demo into social content
- A clear educational message: UV damage is happening even when you don’t feel it, and protection is a daily essential, not just a beach habit
- Strong product framing for Garnier UV, with benefit cues and a bold before/after style visual narrative
From a brand management perspective, the activation delivered a tight link between awareness → understanding → product relevance
In total, 10,000 units of the demo tool were produced and deployed, creating scale while keeping the format lightweight and easy to distribute. Overall, it’s a strong example of phygital marketing: a tactile retail mechanic designed for real-world trial, engineered to travel through influencer storytelling and social sharing, ultimately boosting product awareness, brand salience, and daily sunscreen usage behaviour.
